关系营销范式下客户份额增加行为研究

A Study on Customer Share Development Behavior in Relationship Marketing Paradigm

关系营销范式日益得到理论界和实业界的认可,同时客户回报计划也已成为一种重要的关系营销手段,然而却没有太多研究着眼于在回报计划实施情形下客户是如何加深与企业关系的。文章将通过建立一个从客户观点出发的过程模型来研究在竞争环境下客户做出增加其客户份额决策时是如何将客户转移成本、服务体验及客户对回报计划的感知价值等因素考虑进决策过程的。结果显示客户份额增加是以客户转移成本为基础,并受到客户所经历的服务体验的调整,且在竞争环境下这种调整相对复杂,同时验证了回报计划对客户份额的增加有积极作用,是企业建立长期客户关系的有效手段。最后讨论了研究结论对企业营销实践的启示。

Customer relationships have been increasingly studied in the academic marketing literature. However, little research attention is paid to the customer share development based on reward programs＇ implementation. This paper develops a process model to explain how customer switching costs, service experiences and value perception of a loyalty program influence the development of customer share. Results show that customers make repurchase decisions on the basis of their switching costs, and adjust their decisions by their service experiences. However, their experiences are relatively complex. In our study, reward programs have a positive effect on customer share development and provide an opportunity to build longer relationships with customers. The implications of the study to enterprise are discussed in the end.